Project To Design a Marketing Plan for Promoting Educators' Awareness of and Access to ERIC Products: Final Technical Report.

Contemporary Associates, Inc., Washington, DC.

Designed to assess the current and potential markets for ERIC products and develop a marketing plan based on the study findings, the project described obtained data through two surveys, as well as background information from the National Institute of Education. Interviews with ERIC Clearinghouse staff during site visits provided data on the strategies currently used to market the Information Analysis Products (IAPs) and other publications produced by the individual clearinghouses. The potential market for IAPs was assessed through a questionnaire sent to a sample of ERIC Standing Order Customers (institutions which maintain an ERIC microfiche collection) and other subscribers to Resources in Education (RIE). These users were also asked their reaction to centralized and decentralized ordering of such ERIC products. This report includes the results of both surveys and a discussion of the relative merits of centralized and decentralized ordering for marketing, as well as recommendations for a centralized marketing plan. Supporting data and some survey materials are appended. (CHC)